News

DPAA launches standardized guidelines for DOOH ads

April 12, 2011

The Digital Place-based Advertising Association recently unveiled guidelines for standard advertising units.

The organization announced the launch of the DPAA Standard Advertising Units guidelines document yesterday. The guidelines describe a DPAA Standard Ad Unit, a consistent format for delivery of advertising creative that networks can easily accept for playback on the majority of digital place-based networks. The document also introduces a common nomenclature that advertisers, agencies and networks can use to ensure consistency and clarity in creative and operations documents, the DPAA said.

"DPAA's purpose of the SAU initiative is to help advertisers and agencies understand how simple it is to execute multi-network Digital Place-based campaigns, while reducing cost and increasing the efficiencies associated with multinetwork digital place-based buys," DPAA President Sue Danaher said in the announcement.

Udig CEO Alan Schulman was one of the driving forces behind the initiative, according to the DPAA announcement.

"We are now seeing the significant scaling of screens and new networks, as well as both interactive and 3D creative possibilities, so it's only natural that the creative community needs standard specs like aspect ratios and encoding standards to make it really simple to deploy," he said. "This move makes it a lot easier than last minute re-purposing of existing creative assets ... This is similar to what the IAB did a decade ago to help standardize and grow their business."

More information about the DPAA Standard Advertising Units can be found on the DPAA website.